Cuervo tequila puts focus on UK market

Cuervo is to capitalise on an uplift in sales by significantly increasing the UK marketing spend of its 100% agave tequila over the next three years.

Cuervo is to capitalise on an uplift in sales by significantly increasing the UK marketing spend of its 100% agave tequila over the next three years.

The company claims the shift in consumer perception of "all things Mexican" has made Tradicional the top-performing 100% agave tequila brand in the UK on-trade in value terms (+47%) and volume (+34%), according to CGA (MAT to July 7, 2012).

Peter Gutierrez, managing director at Jose Cuervo International, said: "In the past three years we have seen a substantial increase in interest in tequila around the world. As people begin to understand how it is made and where it comes from, they are appreciating its authenticity as a category and its complexity as a spirit; nowhere is this more the case than in the UK."

He added: "People are developing a love for 100% agave tequila, sipped ice cold with friends - how they do in Mexico. Cuervo Tradicional is the original tequila developed by the Cuervo family all those years ago, as the name suggests."

The investment is aimed at a demographic of over-25s and will include a Tradicional After Supper Club - a pop-up underground social and dining experience in Dalston, east London (October 4-13), which will combine an evening of Mexican music, food, drink and art.